Colgate Max Fresh launches digital activation TV partnership

MEC, a leading media agency, is working with Colgate to create an integrated campaign for one lucky person to win the opportunity to be a TV presenter and to help launch Colgate's new toothpaste - Max Fresh with Mouthwash Beads.

The integrated campaign has been created in collaboration with MEC Access and MEC Interaction, and includes an online hub using the MySpace platform to house the competition entry and to further cement Colgate Max Fresh with new music talent. The entry mechanism for the competition is also housed on the myspace platform and consumers can enter by uploading a video of themselves on www.myspace.com/maxfreshuk.

To bridge the gap between the launch of the competition and the Q Awards in October, bespoke content will be created for the Colgate page via music blogger Gill Mills. Each day, MySpace users will be encouraged to discover new music from Colgate's Fresh Track of the Day.

The winner will appear in a spot that will run on 4Music in November, and will also win the chance to present at the Q Music Awards 2010 via an on-air promotional spot. The sixty-second advert will be produced by Box TV.

Mike Norris, Brand Manager - Experiential, Colgate, said: "While we were keen to align Colgate Max Fresh with music, MEC came up with a truly integrated and bespoke offering to tap into this audience in a completely different way. We are excited to launch our new toothpaste with this inspired campaign, and look forward to viewing the entries."

Beatrice Boue, Business Director, MEC adds: "MEC created the idea for this campaign based on consumer insights to deliver a TV led partnership with significant digital activation. It is an excellent example of how TV sponsorship can reach further than a simple badging exercise, and demonstrates the capabilites of combining the talents across our agency teams to deliver an innovative solution for Colgate."